G-Star brought its global Anatomic Denim campaign to Cape Town on 2 October, taking over First Thursdays with an immersive event that pulled together some of the city’s most influential creatives and collaborators.
The crowd included familiar names from South Africa’s creative scene: Filah_Lah_Lah Ranamane, Lee-ché Janecke, Trevor Stuurman, Thebe Magugu, Zaid Osman (GRADE Africa), Musa Keys, Loot Love, Jamie-Lee Domburg, and GQ SA’s 2025 Cultural Influencer, Nduduzo Makhathini all showing up to celebrate movement, form, and creative energy.
The music took things up another level with Major League DJz headlining an electric line-up alongside DJ Loyd & Sir Vincent, Mateki2Shoes, and Wanda LePhoto. A mix that perfectly captured the fusion of global sound and local rhythm that defined the night.
G-Star SA’s media partner, Manor Africa, helped amplify the moment, spotlighting denim as a creative medium, not just fashion, but a form of storytelling rooted in culture and movement.
The launch also tied into the global Anatomic Denim campaign with a cinematic and photographic series by cult director Jordan Hemingway, known for his work with Gucci, Prada, and Maison Margiela. The visuals feature athletes from gymnastics, pole dancing, cycling, and calisthenics, all stripped of their usual gear, leaving only the body in motion, wrapped in denim engineered to move with it.
“Anatomic Denim is the next step in G-Star’s denim evolution — designing not just for the body, but with it in mind,” says Gwenda van Vliet, Chief Brand Officer at G-Star.
“Merging our 3D legacy with art, science, and craftsmanship, we bring denim to life in a raw, expressive, unmistakably G-Star way.” – Gwenda van Vliet
With its Cape Town launch, G-Star reaffirmed its connection to the continent’s creative pulse with a celebration of form, freedom, and the artistry that defines African style.
